Customer Data Platforms are incredibly powerful tools when implemented properly. That, however, is no mean feat. The fundamental structuring of data within a CDP is different than the majority analytics and data management platforms that have come before and that requires a new way of thinking about data. This is not lift and shift. Emily explores the calamity of over-eager data ingestion into a CDP, the possible impacts to data quality, and the necessity for strong business requirements in foundational data design for CDP’s.